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Learn what KPIs are and why they are important

Learn what KPIs are and why they are important

Failure to develop means to measure the company performance may make its management difficult. This is because, as a rule, using a KPI may be the best strategy to find out if the proposed goals are being achieved.

There is no doubt that the company that relies on this monitoring method is able to conduct its actions with more precision and is inserted in a constant process of improvement and standardization of the activities.

Given this, this text will present the main information about this tool. Keep reading!

What is KPI?

Originating from the acronym Key Performance Indicator, KPI can be described as a performance indicator. In other words, it can be said that it is a method used to define whether one or more actions are being performed as planned by the company.

However, despite being a type of measure, it is important not to confuse KPI with metrics, even though that may be a KPI.

To explain better, understand that metrics is something that can be measured, but the data acquired with this action is not always useful to the company. On the other hand, the performance indicator is an essential metric and always produces important and strategic information for the business.

What are the types of KPIs?

You can find 3 types of KPIs: primary, secondary, and practical. See below to know a little more about how each one of them work.


These are the main indicators, that is, the most important ones for the enterprise’s management, as they indicate how the company is profiting. The indicators most used in relation to inbound and digital marketing strategies are:

  • leads;
  • conversion rate;
  • total revenue and per purchase;
  • traffic.


This type of KPI is related to the way in which the strategies are developed and to their scope. In general, this information is in the interest of supervisors and business managers.

Therefore, it is possible to observe that this type of indicator serves to intensify the primary ones and to define why they are necessary. Some classic examples are:

  • number of blog and newsletter subscribers;
  • cost per visitor;
  • traffic source;
  • cost per lead in each part of the funnel.


Practical KPIs are more specific, that is, they have a direct link to the company’s marketing campaign, both inbound and digital. For this reason, they should be monitored by the professionals who manage the company’s campaigns and have to evaluate the behavior and profile of users. With that, the most used indicators are:

  • page rank;
  • pages/visit;
  • keywords;
  • most-read content;
  • new and old visitors;
  • frequency of interactions with the company’s website or blog.

As explained above, KPI is a very important indicator for any company, capable of transforming data into opportunities for the business. By using it, managers will have access to vital information to define what the next strategies for business growth and profit will be.

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